Question

Discuss qualitative techniques in research.

Answer 1

Qualitative research is referred as a market research method which focuses on obtaining data through open-ended and conversational communication.

Qualitative techniques isn't solely about “what” people think but also“why” they think

qualitative analysis allow for in-depth and additional searching and questioning of respondents based on their responses, where the researcher also tries to know their motivation and feelings. Knowing how your audience takes decisions can help make conclusion in market research.

There are different types of qualitative research methods such as in-depth interview, focus groups, ethnographic analysis, content research, case study research..

One-on-one interview:

One on one interview is one of the most common qualitative research technique . It is a personal interview
that is carried out with one respondent at a time might be performed face to face, or over a phone and can last half an hour or more. This is purely a conversational technique to have in depth details from the respondent.

One of the benifit of this technique is that it provides a great way to collect precise data about what individuals believe and what their motivations are.

2. Focus groups:

Usually a focus group involves a restricted number of individuals (6-10) within your target market.
The main purpose of the focus group is to search out answers to the “why” “what” and “how” questions. One benifit of focus groups is, you don’t essentially have to be interacted with the group in person.
This technique will be very effective when it comes to market research on new products and testing new concepts or ideas

3. Ethnographic research:

Ethnographic analysis is the most in-depth observational methodology that studies people in their naturally occurring atmosphere.

This methodology needs the researchers to adapt to the target audiences’ environments that may be anyplace from an organization to a city or any remote location. Here geographical constraints may be an issue while gathering data.

This research analysis aims to understand about cultures, challenges, motivations, and settings that occur.

4. Case study research:

The case study methodology has evolved over the past few years and developed into a valuable qualitative analysis method. As the name suggests it is used for explaining a corporation or an entity.

This type of research method is utilised within a variety of areas such as education, social sciences and similar. This method may look difficult to operate, however, it is one among the best ways in conducting research because it involves a deep dive and thorough understanding of the data collection strategies and inferring the data.

5. Record keeping:

This method uses already existing reliable documents and similar sources of information as the source of data. This data can be employed in new research. This is same as to going to a library. Where one can go over books and other reference material to gather relevant information that can likely be used in the research process.

6. Process of observation:

Qualitative Observation may be a method of research which uses subjective methodologies to collect systematic information or data. As the main focus on qualitative observation is the research process of using subjective methodologies to assemble information or data. Qualitative observation is primarily utilised to equate quality differences.